1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

6.

7.

(BIG IDEA)

(UNIVERSAL)

1.

2.
3.
4.
5.
6.

STOPPING POWEER

( IMPACT

SURPRISING)

ORIGINAL

SIMPLE

SINGLEMINDED

CUNSUMER)

CRADITILITY

(PRODUCT

RELEVANT

1.

2.

3.

4.
5.

ATTRIBUTE

()

BENEFIT

FUNCTIONAL

EMOTIONAL BENEFIT

CONSUMER

VALUE

& SUPPORTS

PROMISE

6.

IMAGE

1.

PRODUCT CHARACTERISTICS

Ingredients

texture

()

Performance in use

packaging

(
)

availability

refillable

(or rarity)

country or Origin
2.

USER CHARACTERISTICS

celebrities use it

experts use it

()

the

NO.1 brand [most people use it]

3.

( )

exclusive [only a select few use it]

PRODUCT
-

WAYS OF USING THE

to share

to give

to treat yourself a well earned beer

4.

() HOW THE PRODUCT

IS MADE
5.

SURPRISING FACTS ABOUT THE

PRODUCT,USERS OR USAGE
-

6.

e.g.the nip is

polished with walnut shells

PRICE CHARACTERSTICS

lasts longer

better value because it

money offer

- its cheaper
7.

- its expensive

( )

IMAGECHARACTERISTICS
- high quality
- Good value
-

friendly

- Exotic

- Contemporary
8.

SATISFYING

PSYCHOLOGICAL/PHYCOLOGICAL NEEDS

- thirst, tunger, sex

- Social status

- Selfconfidence

good mom / dad

good wife / husband

9.

Being a

Being a

PRODUCT HERITAGE
- established in..
- Old - quality

- founders of the

firm
10.

()

11.

DISADVANTAGES OF NON-USE

DIREC

COMPARISON WITH COMPETITERS

- /

product

comparison
12.

NEWS WORTHINESS

-
-

new, improved

anniversaries

(TONE)

()

1.

(PRESENTATION)

(Product alone)

2.

3.

(Symbol)

(Demonstration)

4.

(Side by Side Comparison)

5.

6.

7.

8.

9.

(Fantasy)

(Documentary)

(Analogy)

(Vignette)

(Slice of life)

10.

(Torture

Test)

10.(Presenter / Spokesman)

11. (Testimonial)

12. (New wave)

13. (Production Number)

14. (Sex Appeal)

(ADVERTISING BRIEF)

20

1.
2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

1.

2.

3.

1.

2.

3.

4.

5.

6.

1.

(Internal Pubic Relations)

2.

(External Pubic Relations)

1.

(Long range Plan)

10

2.

15

(Short range Plan)

1 3

Plug-in

Search

Engine

(Simplicity)

Nokia

Adobe,Apple,IBM

(Consistency)

(Identity)

(Useful

Content)

(User-Friendly Navigation)

show picture)

(Visual Appeal)

(Compatibility)

(Desing Stability)

(Functional Stability)

10

HTML

HTML

- CoffeeCup
- Dreamweaver
- FrontPage
- GoLive

- HomeSite
- HotDog Pro

- Hotmetal Pro
- NetObjects Fusion

10

HTML

1.

2.

3.

4.

(URL)

5.

6.

7.

8.

9.

10.

Bookmark

Browser

Internet

Explorer,

HTML

Netscape Navigator

Microsoft

Opera

Cache

Common Gateway Interface (CGI)

Counter,

Chat Room

Web Board,

From Submission

Cookie

Download

FTP (File Transfer Protocol)

FTP

Home Page

Hyperlink / Hypertext Link / Link

Hypertext Markup Language (HTML)

Navigation System

Plug-in

Multimedia,

Macromedia

audio,

Video

Flash Player

Search Engine

(Web)

Server

Flash

Universal Resource Locator

(URL)

Internet address

Web Page

HTML

Web address

Web Site

Web Development Processes

(Under construction

coming soon)

(scripts)

HTML

Information Architecture

Information Architecture

(Final Architecture)

Phade 1:

(Research)

1.

20%

architects)

(Content editors)

(Web developers)

(Graphic designers)

(Iformation

(Programmers)

2.

(User Experience)

(Scenario)

3.

Portal Site

Phase 2:
4.

( Repurposed Content)

Brochureware

(Value added Content)

5.

Content requirements)

(Function requirements)

(Content Inventory)

Phase

3 : (Site Structure)

6.

(Draft architecture)

7.

(Site Structure Listing)

(Architectural Blueprint)

site map

8.

Flowchat

storyboard

(Site Flow)

Storyboad

(Navigation System)

9.

Phase

4:

(Interface

(Visual Design)
Design)

(Architectural Page Mock-up)

(Page Layout)

(Design Sketch)

HTML

layer

Photoshop

HTML

GIF

JPEG

10.

(Web-based

Prototype)

(Final Architecture

Blueprint)

(Production

(Style

Specification)

KB

Final architecture blueprint

50

Guide)

Style guide

Phase
11.

5:

(Production

& Operation)

( Production)

Web editor

Content

( Web Template)

HTML
1

(page layout)

developer

(Final Interface)

Dreamweaver

From

Templates

(typography)

File

New

ASP

ColdFusion,

JavaScript

Flash

Java,

Gateway Interface),

(Active

CGI

(Common

Server Page),

Guestbook,

counter,

webboard,

formmail

countdown

12.

(Launch)

(Usability)

Accuracy)

(Consistency and

Degradability)

(Promotion)

(Compatibility and

search engine

banner ads

online

offline

(URL)

13.

10.

(Maintenance & Growth)

style guide

server log

(broken

dead link)

Designing

for

User

(Relative size)

2D

3D

Cascading

Style

Sheet
,

(CSS)

(Typography)

(Page layout),

(illustration)

H1

H2

(A4)

1.

A4

800x 600

655

2.

1.

2.

3.

4.

Limited

FCB Worldwide

(Thailand)

273 MB

Graphic

TVC

Dreamweaver,

Macromedia
Adobe

Design

Flash,

1.

Macromedia

Photoshop Album,

Photoshop

2.

()

3.

Adobe

1.

2.

3.

1.

2.

3.

1.

2.

3.

(Link)

(Link)

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

(Link)

11.

(Link)

FCB Thailand
1

1.

2.

()

Home
Profile

()

Portfolio

( )

Clients

( )

Contact
3.

Home
Profile

1. person to person philosophy

2. person to person advertising

3. person to person media

4. Prakit apisarnthanarax chairman FCB Thailand

5. FCB Thailand board of directors

Portfolio

1. print ad
2. tvc

3. grapig / event
Clients

1. Asia Wireless Communication

2. Beiersdorf

(Thailand)

3. Berli jucker

4. Bristol Myers Squibb

5. Cerebos

6. Cheer (Thailand)

7. Compaq Computer (Thailand)

8. New Concept Product Co Ltd

9. Samsung Electronics, S.C. Johnson & Son

10.

Tararom Enterprises

12.

UOB Radanasin Bank

11.
Contact

Thai Vegetable Oil

site map

1.

1.1

1.2

2.

1.

- Macromedia Dreamweaver
- Macromedia Flash
- Adobe Photoshop
- Adobe Premiere
2.

3.

1.

1)

JPEG

2)

Profile

3)

Portfolio

4)
2.

GIF

Clients

1) MOV File

A-Ngoon

3) MOV File

Glade Diamond

2) MOV File

Brand

Quick

Time

4) MOV File

Glade Sport

5) MOV File

Monglera

6) MOV File

PCT

7) MOV File Snack jack

8) MOV File Ucerin
9) MOV File Veta

1.

Home

-Profile-

Profile person to person philosophy

Profile person to person advertising

Profile person to person advertising

Profile person to person media

Profile Prakit apisarnthanarax chairman FBC Thailand

Profile FCB Thailand board of directors

-Portfolio-

Portfolio print ad

Porfolio print ad

Portfolio tvc

Portfolio tvc

Portfolio grapig / event

Portfolio grapig / event

Clients

Clients

2.
(Link)

Contact

2.
3.

(Link)

Plug-in